7 comments:

Great insights. As you point out, negative Twitter posts have forced many organizations to take heed and respond to consumer dissatisfaction. But should customers have to be a really squeaky wheel just to be heard? Twitter/blogging is not a first line of defense for many customers but a last resort when they've been ignored in the traditional channels (e.g. toll-free line).

Recently I looked around to buy car/home auto insurance. I'd received my renewal and the price was higher (slightly). I tried to find a quote online by filling out a form. I completed the form (about 10 minutes) and then the system crashed. I went to another carrier and completed the form but the savings were not substantial. I was reminded of dealing with offshore call centres, being on hold, conversations being taped, etc.

I thought about my relationship with my insurance broker. They are in Oakville. I call them and they talk to me directly - no computer. I had a no-fault accident which they walked me through and my car was fixed. I decided to stay with my original provider. Maybe the cost is higher but I am willing to pay the differential because my choice is helping to make life easier for me and provides a good job for someone local.

Louise, thanks for your comment. I agree, customers shouldn't have to be on Twitter or blogging to be heard. However, I do think those tools are becoming part of the regular suite of channels along with toll-free lines and email that customers can use to express their dissatisfaction with products or services. Regardless of the channel, companies need to listen more now than before because news travels like wildfire now.

Kalene, thanks for your comment. I welcome comments from everyone who has something to contribute to the discussion.

You're not alone, people will pay more to businesses that take the time to build relationships. Companies definitely need to have strong customer service programs in place both online and off before they can even engage with customers online.

You've raised another interesting point. Some organizations are spending so much time focusing on marketing, increasing sales or getting on the new media bandwagon that they're forgetting the importance of properly maintaining their websites.

If you're an organization doing business online, it's crucial to have a website that provides a positive experience for your existing and future customers. Otherwise, they'll just click away and you've lost them.

As you say, word of mouth is HUGE for businesses, particularly small businesses. If I have a really bad experience I'll post it on facebook and if it's related to kids services/products I'll post about is on my mommy message boards. If I have a great experience, I'll tell everyone I know! While I don't use twitter, I have often used my facebook status to ask for recomendations for companies. A small coffee shop recently opened in my area that has a children's play area at the back. One of my online mommy groups started hosting playdates there and because of the great experiences we've all had, I could probably go in any weekday morning and find a Mom who I know from these online groups. Not only do they listen to our feedback, they ask us for it and will quickly make changes if it's an idea they like. They know that there is a strong Mom's network who talk about everything and you want to keep the Mom's happy! This coffee shop has done almost no marketing in the four weeks it's been open, but it's always busy because people are talking.

Patricia, Thanks so much for your comment and sharing how you share your experiences with other moms online. It's always great to hear real life stories about how businesses are listening to their customers, especially new businesses that can make a difference in their communities.

I work in Customer Service for a company with a good rep for listening, ie they were one of the first to have a Twitter account and manage it well with even a Twitter team.

I think listening is one of the most important things a business can do. Here in Canada I know I often make buying choices based on customer service experiences in the past. Ie I will never use Rogers again due to a bad experience. Companies need to listen and correct or lose money fast.

Hollie, Thanks so much for your comment and letting us know you're from a company that's listening - to more than Twitter I hope. That's great news. If you're allowed to share, we'd love to know where you work.

BTW, Keith McArthur, (coincidentally the person who launched the cluetrain plus 10 project)works at Rogers and as the new Sr. Director, Social Media and Digital Communications, he's helping Rogers listen to customers online. It will be interesting to see the impact in the near future.